Content Excellence with Coca-Cola

If you think that Coca-Cola is just focused on selling beverages and snacks, think again! Take a look at the video above to get a better idea of Coke’s content marketing vision for today and beyond.

What is content excellence?
The main takeaway from this video is that Coca-Cola is working hard to transfer their achievements in creative excellence to content excellence. The main idea behind this term is to create liquid content (viral) that is linked (relevant to customer interest, business objectives and brands).

In the end, Coke’s changing their method of storytelling in order to provoke conversation and they plan to continue the growth of their brands by promoting content in the community, as well as acting and reacting with their audience.

A change in storytelling
The one thing that small businesses can take away from this video is that Coke is changing the way that they’re telling their story, in short… marketing their goods. Nowadays, with social media and new technology, successful companies can no longer just expect to get by with one-way storytelling. You can’t just shout at potential customers and expect them to be engaged – it’s a two way street. This is where Coca-Cola introduces the idea of dynamic storytelling:

The development of incremental elements of a brand idea that get dispersed systematically across multiple channels of conversation for the purposes of creating a unified and coordinated brand experience

Leveraging user-generated content
Coke’s success can be seen in the amount of positive, user-generated stories. Coca-Cola, the drink and other snacks have become such a staple in our history that people can’t help but share their own personal connections to the products. In fact, Coke says that the amount of user-generated stories exceed those that they put out themselves for most of their brands! Call it what you want – going viral, word-of-mouth advertising, buzz… To achieve this level of positive feedback requires focusing on content excellence by engaging the community. Coke shows that you can’t do it alone and expect success.

Tweet us @emarketed or comment on our Facebook Page to let us know what you think about Coca-Cola’s innovative content marketing strategy!

Social Media Spending Trends for 2012

A recent report by Borrell Associates shows that small business spending for social media marketing is growing. But you don’t need a fancy study to tell you that. The interesting part of this article is that more small businesses feel that social media is a more important marketing channel than paid ads. Some experts have put these two findings together to predict that small businesses are going to be willing to spend more on social media marketing than paid search in 2012.

Why Spend More?
As some comments in the article suggest, the findings do not break down what “spend” really means. Does this consist of training, set up, consulting and other fees? And what do you plan to do with these assets after your accounts are created? As social networks become more popular, it’s also important for small business owners to have a good idea of the ROI on their investment for social media. Putting money into a marketing strategy without proper research or followup doesn’t guarantee success. In fact, investing the same amount into a paid search campaign may be even more productive for your business. There is no “right” answer and you can even choose a mix of both.

Choose an Effective Strategy
A growing demand and interest in social media can be overwhelming as you try and decide what is best for your small business. The answer isn’t easy, which is why an experienced marketing firm can help you evaluate all your options with a budget and resources that will fit your need. There is no set guideline for an effective social media plan, which is why experience and industry insight can give you a better idea of what to expect in your specific case. Contact us for a free consultation on how a social media campaign can help your business today.